{"id":617166,"date":"2024-04-16T16:00:00","date_gmt":"2024-04-16T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/4-under-utilized-seo-research-approaches-to-tackle-in-2024\/"},"modified":"2024-04-16T16:00:00","modified_gmt":"2024-04-16T13:00:00","slug":"4-under-utilized-seo-research-approaches-to-tackle-in-2024","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/4-under-utilized-seo-research-approaches-to-tackle-in-2024\/","title":{"rendered":"#4 under-utilized SEO research approaches to tackle in 2024"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a340591ed148\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a340591ed148\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/4-under-utilized-seo-research-approaches-to-tackle-in-2024\/#Explore_four_essential_SEO_research_initiatives_to_prioritize_in_2024_for_sustainable_data-driven_performance\" >Explore four essential SEO research initiatives to prioritize in 2024 for sustainable, data-driven performance.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/4-under-utilized-seo-research-approaches-to-tackle-in-2024\/#1_Keyword_trend_analysis\" >1. Keyword trend analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/4-under-utilized-seo-research-approaches-to-tackle-in-2024\/#2_Customer_research\" >2. Customer research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/4-under-utilized-seo-research-approaches-to-tackle-in-2024\/#3_Analysis_of_non-search_channels\" >3. Analysis of non-search channels<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/4-under-utilized-seo-research-approaches-to-tackle-in-2024\/#4_SERP_analysis_for_%E2%80%98striking_distance_keywords\" >4. SERP analysis for \u2018striking distance\u2019 keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/4-under-utilized-seo-research-approaches-to-tackle-in-2024\/#Going_forward\" >Going forward<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Explore_four_essential_SEO_research_initiatives_to_prioritize_in_2024_for_sustainable_data-driven_performance\"><\/span>Explore four essential SEO research initiatives to prioritize in 2024 for sustainable, data-driven performance.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nSEO is turbulent right now. Between tons of algorithm updates and reports of Search Generative Experience (SGE) taking over the SERPs, there\u2019s a lot of uncertainty and anxiety about the path forward.<\/p>\n<p>To me, it\u2019s the perfect time to put some under-utilized SEO research initiatives that we know are effective back in the spotlight. My list of these includes:<\/p>\n<ul>\n<li>Keyword trend analysis.<\/li>\n<li>Customer research.<\/li>\n<li>Analysis of non-search channels for content.<\/li>\n<li>SERP analysis for \u201cstriking distance\u201d keywords.<\/li>\n<\/ul>\n<p>By the time you\u2019re finished reading this, my hope is that you\u2019ll feel like (despite all the winds swirling around) you have more control over your SEO success in the coming months.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-1-keyword-trend-analysis\"><span class=\"ez-toc-section\" id=\"1_Keyword_trend_analysis\"><\/span>1. Keyword trend analysis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s keyword analysis, and then there\u2019s keyword <strong>trend <\/strong>analysis. The latter helps SEOs surface things like:<\/p>\n<ul>\n<li>New keywords.<\/li>\n<li>Changes in the keyword landscape.<\/li>\n<li>How your in-focus keywords might have changed since you originally optimized for them.<\/li>\n<\/ul>\n<p>My favorite tool for keeping a pulse on trends is the Glimpse <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/chromewebstore.google.com\/detail\/glimpse-%E2%80%93-google-trends-s\/ocmojhiloccgbpjnkeiooioedaklapap?pli=1\">Google Trends extension<\/a>, which adds much data and functionality to the usual Google Trends insights. <\/p>\n<p>Use this extension for a wealth of long-tail keyword data, trending topics, trend alerts and data exports. The tool (and a bit of a mentality shift) helps you <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ly a real-time approach to your top keywords, not a set-and-occasionally-review process.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Beyond search volume: Future-proofing keyword research for SEO<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-customer-research\"><span class=\"ez-toc-section\" id=\"2_Customer_research\"><\/span>2. Customer research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You\u2019re undoubtedly doing some version of customer research (right?) to determine intent, needs, pain points, etc. But in my experience, it\u2019s rare for SEOs to take a comprehensive approach to customer understanding that involves conversations across teams and fluency with different tools.<\/p>\n<p>Some tools to play im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely if you haven\u2019t yet include:<\/p>\n<ul>\n<li>Heat mapping tools (I like Hotjar because even its free version gets you plenty of information about how users interact with your site).<\/li>\n<li>Survey tools, like SurveyMonkey, Typeform or Google Forms.\u00a0<\/li>\n<\/ul>\n<p>A note on surveys: don\u2019t overuse them. Be explicit about how the data will be used. If the data you\u2019re collecting is valuable enough for your campaigns, you may even consider offering small gift cards or rewards.<\/p>\n<p>As far as different teams go, your brand or client\u2019s sales and customer service teams have a wealth of real-time information about customer questions, issues, use cases, challenges, etc. Recurring check-ins with those teams (hint: keep it as easy as possible for them to communicate learnings with you) is a great use of your time.<\/p>\n<p>Whether you\u2019re working in an agency or in-house setting, your paid teams are also great \u2013 and often under-tapped \u2013 resources for data about what\u2019s working and not working. <\/p>\n<p>From high-CTR ad copy to surging keyword volume to insight on the audiences performing best, paid media insights can be incredibly valuable in optimizing organic search strategies and priorities.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>An SEO guide to audience research and content analysis<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-3-analysis-of-non-search-channels\"><span class=\"ez-toc-section\" id=\"3_Analysis_of_non-search_channels\"><\/span>3. Analysis of non-search channels<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Forums like Reddit and Quora, communities, brand and competitor FAQ pages, social media and YouTube comments are rich sources of real-time information for user understanding and emerging themes to tackle with content.<\/p>\n<p>Slack communities are one of my favorite data sources (and have also helped me bring in new clients). Active Slack communities on topics related to your business are often incredibly fruitful, with users asking questions and looking for recommendations you can address directly.\u00a0<\/p>\n<p>To get the most out of Slack, always respect the rules of the community, don\u2019t be overly pushy or sales-y unless it\u2019s a question explicitly looking for your product or service and look for ways to add value to ongoing conversations even if you don\u2019t benefit directly.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-4-serp-analysis-for-striking-distance-keywords\"><span class=\"ez-toc-section\" id=\"4_SERP_analysis_for_%E2%80%98striking_distance_keywords\"><\/span>4. SERP analysis for \u2018striking distance\u2019 keywords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With Google\u2019s old page system, it used to be that moving from 11 to 10 (the first page of the SERPs and away from the \u201cwhere do you hide a dead body\u201d jokes) or even from 4 to 2 (above the fold), were movements with multiplier-effect growth.\u00a0<\/p>\n<p>Now that Google uses infinite scroll in the SERPs, consequential improvements depend less on page breaks and more on position relative to other SERP features, like embedded videos or <em>People also ask<\/em> sections that push content down the scroll.<\/p>\n<p>Still, not all keyword ranking improvements have equal ramifications, so make sure your reporting reflects the opportunities to assess the cost and benefit of making highly consequential leaps.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-going-forward\"><span class=\"ez-toc-section\" id=\"Going_forward\"><\/span>Going forward<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019ve been in the SEO industry for a long time \u2013 enough to remember many seemingly seismic shifts in the search landscape that had marketers scrambling to adjust. This <strong>is<\/strong><em> <\/em>perhaps the most dynamic period I\u2019ve experienced; the introduction of AI-generated content is an entirely new dimension for search marketers.<\/p>\n<p>That said, during times of change, I\u2019ve almost always seen brands lose track of certain SEO fundamentals that are proven to drive growth. Whatever shape the rollout of SGE takes, the best way to prepare is to control what you can control and get your best practices humming in the meantime.\u00a0<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Adam Tanguay\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/adam-tanguay\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/adam-tanguay\" alt=\"Adam Tanguay\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Adam Tanguay<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=adamta&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/adamtanguay\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Adam Tanguay is Head of SEO and Content at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.jordandigitalmarketing.com\/\">Jordan Digital Marketing<\/a>, which he joined in Feb. 2019. Formerly Head of Marketing at Webflow and Head of Organic Growth at Weebly, Adam has developed successful growth programs with a mix of content strategy, copywriting, technical know-how, and analytics acumen across a range of organic channels.                 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/under-utilized-seo-research-approaches-439648\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore four essential SEO research initiatives to prioritize in 2024 for sustainable, data-driven performance. SEO is turbulent right now. Between tons of algorithm updates and reports of Search Generative Experience (SGE) taking over the SERPs, there\u2019s a lot of uncertainty and anxiety about the path forward. To me, it\u2019s the perfect time to put some&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-617166","post","type-post","status-publish","format-standard","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=617166"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617166\/revisions"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=617166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=617166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=617166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}